Wednesday, 21 January 2009
What exactly is a Digital Agency?
These days everywhere you look you see a digital agency, and to be honest with you, they really piss me off!
The reason I say this, is mainly because when looking for jobs it's becoming more common to see ads that call for 'digital experience'. And suddenly, a whole new breed of creatives have emerged as a result of this demand.
I also want to say that I understand why digital media has become so popular, clients get very low prices for massive audiences (in comparison to TV/Press or outdoor even), which is fair enough. But this does not justify the need for media specific agencies. We don't have them for any other media (not in this scale anyway)!
As for the 'digital creatives', what kind of experience do they actually have? I doubt it very much that they are especially knowledgeable about the technologies behind their ads, clearly they have programmers/designers/developers producing their concepts. Most creatives know very little about Filming, Photography or Printing techniques, yet this does not stop them conceptualizing amazing ideas. Of course it's always great to stay in the loop with new production techniques as it may help you understand what's possible or even push your ideas in a new direction, but as a creative you don't need to understand them.
Finally, I just want to say that I hope creatives take a bigger interest in the way our industry is evolving, we're the ones who shape it's future! Advertising is more than pretty pictures and clever lines.